Sales Tweak of the Week #2: Look for Dominant Buying Motives

It’s amazing we are already 3 months into the New Year.
It’s not enough to get inspired; you must stay inspired. That’s why I am giving you this Sales Tweak of the Week. It’s a weekly reminder to make small changes to the way you sell in order to be more successful. These are important, and are built from my experiences—but you must work at them every day to see results.

2. Look for Dominant Buying Motives
I have seen salespeople spend hours creating presentations and then become so dependent upon the slide show they are no longer aware of the vital buying signals from the prospect or the audience’s dominant buying motives. Ask your prospective client, “What are your top three reasons for looking at this product?”

You want to be able to maximize your opportunities, whether your audience is 1,000 people or 1 person. There are a few dominant buying motives and that’s how you will connect to your buyer, reduce your selling process, and close more sales.

Use this tweak and let me know how it worked out for you in the comments below.


  • hesaid says:

    I wish to know how to have a customer walk in looking to buy a hammer and getting them to walk out with a sawmill!

  • Cerrone Walker says:

    The rest is just assessing and qualifying the person you in contact with to get a feel for who they are and the type of buyers on the phone with you.

  • Cerrone Walker says:

    I’m not GC, but I can offer some information. Personally within the first 180 seconds you should have somewhat of an answer to whether the person you are talking to has the dominant desire to purchase or not. It’s all about the way you handle it from hello.

  • Jefferson says:

    One of the first things I ask a prospect before demo-ing our software is “what is missing from your CURRENT integration? What do you wish it did different/better?” This lets me know right from the top if I’m the right vendor and just how many items on his wish list I can accommodate.

  • DerekBaron says:

    So the question is… how do you find out what a prospects “dominant buying power” or “dominant buying desire” is via a cold call? Do you have any tips or tweaks on that Mr. GC. Keep bringing the heat!

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